Point of View: Bartos Responds to 'The Bartos Model'
Rena Bartos
I was both surprised and bemused to read the title 'An Empirical Evaluation of the Bartos Model of Wife's Work Involvement' in the May/June 1993 (vol. 33, no. 3) issue of the Journal of Advertising Research. I am pleased that the authors find my approach to segmenting the women's market a useful one. I have termed this concept 'The New Demographics.' (This is the first time I heard it referred to as 'the Bartos model'!)
The authors refer to a number of empirical studies which used my...